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Structured gives every team one shared set of KPIs – ending the misalignment where marketing, sales, and product track the same word with different numbers.
ENTRY ANGLES
Build internal data management platform for own company, then productize and sell to others · Create vertical-specific metrics platforms (finance, product, customer experience) with revenue-influencing focus · Develop data-driven management systems addressing specific decision-making pain points
VERTICALS
CAPABILITIES
Data visualization and analytics platform building, Domain expertise in specific business functions (finance, product, CX), Sales and go-to-market to established companies
STRUCTURED FOUNDER
“Think in bets, work systematically.”
Structured helps companies build "one set of metrics to rule them all"
Picture a meeting called to discuss how a new post-signup feature affects user activation – meaning engagement with the product. Within minutes, it becomes clear that marketing, sales, and product each have different definitions of "activation" and "engagement," and are tracking different underlying metrics under the same names.
Different metrics mean different goals. The result is teams pulling in different directions – which bleeds resources, kills momentum, and suppresses revenue.
Structured is a platform where all the metrics a company uses get defined, calculated, and updated in a single, consistent way. The goal: everyone in the organization operates from the same source of truth, with a shared understanding of where the company stands relative to its targets.
Every metric name maps to exactly one definition and one value. The platform makes the data sources and calculation logic visible to anyone who needs them, so there's no ambiguity even in the details.
Access controls let administrators decide who can view metric values and who can edit the formulas that produce them. Full version history is maintained, so it's possible to see who changed what and roll back to any previous version.
The platform pulls source data from connected external systems on a defined schedule and recalculates current metric values automatically.
Alert rules can be configured to notify the right people when a metric moves anomalously – signaling either a problem that needs addressing or a sudden opportunity worth doubling down on.
Pricing for a team of up to 25 people is $544/month.
Structured went through Y Combinator last summer, receiving the standard $500K. It only published its launch post in Y Combinator's blog last month.
The current version of Structured looks like a foundation rather than a finished building – but even in this form it can already deliver real value by getting a team aligned around a common set of metrics for tracking progress and making product decisions.
It's also a good illustration of a principle worth stating plainly: the best way to get a potential customer to try an unknown product is to find the smallest task it can solve, with the minimum time and effort required from the client, and the minimum risk if it doesn't work out. The goal is to let the customer experience the value firsthand on a low-stakes problem – after which the conversation about broader adoption becomes much easier. In B2B, there are minimum viable products too. Which raises an immediate question: maybe you never need to build large, multi-feature platforms at all? Maybe you should always start with the smallest product that solves the smallest customer problem with the least effort and the least risk?
Structured seems to have taken exactly this approach: launch something minimal rather than overbuild.
And there's a clear picture of what this minimal product could grow into. DoubleLoop ([related review](/review/uznaj-chto-vlijaet-na-dengi)), which raised $4M, shows one possible trajectory. Its tagline: "Think in bets, work systematically."
DoubleLoop starts with the same unified metrics catalog, but layers strategy on top. The method is to map a strategy hypothesis visually – a set of outcomes and the metrics that drive them – and then "place bets" by improving specific lower-level metrics and watching whether that movement propagates up to the strategic goals.
The platform supports several strategy visualization formats:
"North Star strategy" – one central North Star metric drives all outcomes (revenue, subscribers, retention), and that metric in turn depends on inputs like trial conversion and usage frequency.
"KPI tree" – a top-line goal like revenue is decomposed into a hierarchical tree of dependent metrics. The task is to move the lowest-level metrics, which ripple upward. Technically, only the leaf-level metrics are true KPIs – those are the ones you can directly act on. Everything above them is just a metric, influenced only indirectly.
"User journey map" – the desired end state (a loyal user) is mapped backward through each step: attracted online, became a site visitor, started a trial, and so on.
"Growth loop" – metrics are connected into a closed cycle where each one feeds the next, compounding growth indefinitely. Pinterest is a classic example: search-driven visitors discover boards, create their own boards with pinned images, those boards surface in new search queries, new visitors find them – and the loop accelerates. More content means more visitors; more visitors means more content. Repeat forever.
The utility of a full DoubleLoop is substantially higher than a bare metrics catalog. But you have to get a foot in the door first, and that's exactly what Structured is doing.
Established companies – and certainly early-stage startups – are increasingly becoming data-driven: decisions based on actual data rather than instinct or gut feel.
A new generation of startups is building the platforms that make this possible.
Puzzle ([related review](/review/vnezapno-aktualnaja-tema)) built an accounting and financial reporting platform designed by founders for founders, with financial health metrics that both the founding team and investors can track. It has raised $45.3M total – including a fresh $30M round just nine months after the initial review.
Heatmap ([related review](/review/tebe-nuzhny-kliki-ili-prodazhi)) took the familiar concept of website heat maps and reoriented what gets visualized: instead of clicks and scroll depth, it shows revenue-influencing metrics. It raised $4M in its first round in August.
The opportunity is platforms that help companies build data-driven management systems – whether for product, finance, customer experience, or anything else.
One interesting path: build the platform first for your own company, to manage something internally using real data. Once you have results to show, sell the platform to others. Or let a painful past experience – a previous company that failed partly because decisions were made without data – be your motivating case study for why the product needs to exist.